Their most common answer? “I want to be sure you’ve done this kind of work before.” They want experience, and they want to be sure it’s experience for their kind of situation.
Clients are more likely to do business with you if they know, like and trust you. And while it’s easy to become “known” to a potential client, and be sure they “know” what you can do for them, getting them to trust you is a huge issue.
I find that once I’ve delivered successfully for a client, that trust level is high – but at the start of the relationship, we’re both feeling our way.
One way to build trust, even before you meet a prospect, is by showing yourself to be like them. This is because if you build commonality with them, they’re more likely to believe that you can help them solve their problem.
Does your content focus on what you want to say – or on what your prospective client wants to hear? The best topics for blogs are those that show your ability to meet the most pressing issues that your clients want to solve.
That is your objective, right? You DO want to make sure that what you’re selling, in terms of services, is what the market wants to buy? Anything else, and you’ll get lonely, with an empty bank account.
Here’s how one particular kind of content can help keep you on the straight and narrow – aligning your services with the market’s needs. It’s called “newsjacking,” which is a term from the world of content marketing.
Have you been developing thought leadership content that does a good job of showcasing your skills, but it’s not working? It’s not showing up in topic searches on Google, and it’s not effective at convincing clients to get in touch?
Some people think that solving this is all about the right keywords and other forms of Search Engine Optimization (SEO). And I agree, it’s important to have those elements in place. But go deeper to genuinely serve the needs of the people you want as clients.
Case studies are a great way to show how you help your clients. They reassure prospective clients that you can do great work. Further it can help to cement your relationship with the client for whom you did the job. In many proposals, having some good case studies, or project descriptions, is an essential part of a winning proposal.
Yet how many times has a client said to you, “You did good work on this project, but we want you to keep it confidential.” How do you get your client’s buy-in about publishing a case study about your work?
Thought Leadership Resources
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